web marketing career presentation
Post on 21-Nov-2014
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Today’s Careers in Tech, Digital and OnlinebyAmanda Gabbert &Pat Niday
Web MarketingEngaging your audience online.
#TXCHANGE
Today’s Presentation...
• What is Web Marketing?
• What are the different tools of a Web Marketer?
• Who is a Web Marketer?
• How do I become a Web Marketer?
• Careers in Web Marketing
• Dos and Don'ts of Web Marketing
• Exercises/Scenarios
What is Web Marketing?
Web Marketing- A Formal Definition“Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising and sales.
Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, content marketing, mobile advertising, and Web 2.0 strategies.”
-Alan Charlesworth, Internet Marketing: A Practical Approach
Utilizing online tools and strategies to accomplish marketing goals, including:• Building Your Brand• Increasing Site
Traffic• Driving Online Sales• Engaging Consumers
Web Marketing – Basic Definition
Web MarketingExamples / Types?
Pay-Per-Click Advertising
Banner Advertising Advertising
Search Engine Optimization
Search Engine Optimization Copywriting
Keywords
Email Marketing
Analytics/Data Analysis
More on Web MarketingUnderstand why and how your audience uses technology and then start trying to align your communications efforts.” – Brian Reich & Dan Solomon
Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment the buyer needs it.” – David Meerman Scott, Marketing Strategist
Web Marketing Stats85% of customers search for local businesses online
Sources: Reach Local, Slideshare
75% of searchers never scroll past the 1st page of results
44% of smartphone owners use phones while in store aisles
Social Media has grown 712% in just 7 years
Web Marketing Stats
• Pay Per Click Specialist
• Search Engine Optimization Specialist
• Content Manager
• Analytics Expert
The Web Marketer Roles
PPC (Pay Per Click) DefinedPPC is internet advertising which directs traffic to websites and advertisers pay the publisher anytime the ad is clicked on.
• Advertisers will bid on certain keywords for search engines.
• Website PPC usually charges a fixed rate.
• Banner ads are PPC but advertisers settle on a price per 1000 displays.
PPC Search Engine Example
SEO DefinedSEO stands for Search Engine Optimization and is the process of gaining visibility for a website or web page in search results. It involves:
• Understanding what people are searching for
• Knowing how search engines work
• Identifying search engines used by an audience
• Optimizing website content (including keywords, HTML, page titles and descriptions)
• Promoting backlinks (related links coming from other web pages)
Pandora’s rankings are lower than
Grooveshark and last.fm.
Linking DefinedCreating opportunities to backlinks, or links from other websites which will drive traffic to your website.
Example:
Content Marketing DefinedContent Marketing creates a web presence for a company, person or brand. Content includes a variety of resources, such as press releases, blogs, social media, newsletters and videos.
Example: Coca-Cola
Analytics DefinedAnalytics is the discovery of patterns in data. Information gathered can then be applied to develop strategies and quantify performance.
Example of Website Analytics
Unidev website from November 18th-November 24th
A Day in the Life of a Web Marketing Professional
8:00am-Arrive at the office and review analytics for the previous week.
9:00am-Create and optimize content for a client.
11:00am-Post trending information to client social media outlets
12pm-Lunch
1pm-Create a blog post with links to optimize client site.
2:30pm-Develop PPC campaign strategy to increase web traffic for client
4:00pm-A client’s website analytics show low rankings. Develop new keyword and linking strategy to improve rankings.
5:00pm-End of day
Web MarketingJob Requirements/Skills?
Web Marketing Job RequirementsSkills:• Verbal and written
communications• Problem solving• Organization• Understanding of technology
and trends• Familiarity with social media• Experience with Google
Analytics and other data collecting tools.
Educational Background:• Bachelor’s degree in
computer science, marketing, communications or advertising
Best Places to Find Jobs/Internships
• Marketing Company• Web Design Company• Advertising Agency• SEO Company• Many companies have
internal marketing teams.• Entrepreneurs: Websites
are a must have. You can always optimize them yourself or start your own web marketing company.
Web Marketing Do’s and Don’tsSearch Engine OptimizationDo-• Apply SEO to all content• Target relevant keywords and
anchor them• Create catchy titles/headlines• Meta titles, descriptions and
tags should all flow• Social Media
Don’t-• Use SEO just for the website • Keyword stuff• Create long titles with jargon• Create choppy meta titles,
descriptions and tags• Create duplicate content
Web Marketing Do’s and Don’tsPay Per Click
Do-• Optimize regularly• Bid manually on keywords• Test often
Don’t-• Neglect updating keywords
and ad text• Automatic bidding on
keywords
Web Marketing Do’s and Don’tsAnalyticsDo-• Determine what you need to
track• Research the tools best for
your needs• Run reports and regularly
analyze data
Don’t-• Track everything• Use just any tool
Web Marketing Do’s and Don’tsLinkingDo-• Take advantage of guest
blogs and blogger outreach• Use social media to link back
to site• Update and manage link
campaign• Create profiles in directories
that are relevant to your audience
Don’t-• Use mass automated tactics• Embed the same links
repeatedly in the same piece of content
• Link to every directory
Web Marketing Do’s and Don’tsContent MarketingDo-• Use multiple resources such
as social media, blogs, press releases, etc.
• Use design to engage target market
• Relate to your audience and provide pertinent information
• Implement sharing for social media
Don’t-• Use every resource available.
Make sure it’s relevant to your industry.
• Only use design/images• Use all content to sell to your
audience
Your Turn!We put YOU in the
shoes of a Web Marketer
Writing for PPCScenario: You work for Reebok. Your
team wants to improve online sales of their “Ziglite” running shoes through pay-per-click advertisement.
Challenge: Write the copy for a Reebok pay-per-click advertisement on Google that appears when users search for the term “Running Shoes”.
Elements include:– Title– 2 lines of text (35 characters each)
Keyword Brainstorm for Gateway STEM
Scenario: You are helping your school to develop its new website. The web development team wants to increase its rankings on search engine results pages through SEO.
Challenge: Brainstorm with your group members the 5 keyword phrases the new Gateway STEM website will be optimized around. Be sure to consider the audience who will be doing the searching and what information they will be looking for.
Questions?
www.thenetimpact.com@TheNetImpact on Twitter
#TXCHANGE
Pat Nidaypatrick.niday@thenetimpact.com @patniday on Twitter
Amanda GabbertAmanda.gabbert@thenetimpact.com @AmandaGabbert1 on Twitter
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